I was already familiar with the radically different publishing company called Twelve, and had used them as a model in some of my client work. One of the publisher’s key points of differentiation is that it purposefully publishes no more than 12 books a year.
This is a contrarian approach, as most of the publishing world simply does not work that way. With more than 1 million books published just last year (according to Bowker’s figures), most publishers release a plethora of titles. Most have their A list books/authors, B lists and C lists, and plan promotional dollars and energy accordingly. Out of all those millions of titles each year, only a few will trickle to the top of our country’s reading lists and generate worthwhile conversation, information, and entertainment. Most of the rest get lost in the shuffle until they are “remaindered” (like a funeral for a book).
But it was one verb in The New York Times description of Twelve that made me linger: “Twelve is an experimental boutique publisher dedicated to releasing far fewer books than a traditional publisher, with the implicit promise that an unusual degree of editing, publicity and marketing would be lavished on each book.” LAVISH. That really was the publishing company’s brand differentiator. The product developers (in this case publishers/editors and publicists) were lavishers.
Twelve’s mission statement declares: “Talented authors deserve attention not only from publishers, but from readers as well. To sell the book is only the beginning of our mission. To build avid audiences of readers who are enriched by these works-that is our ultimate purpose.” They go on to share 12 Things To Remember about TWELVE … here are just a half dozen:
- Each book will enliven the national conversation.
- Each book will be carefully edited, designed, and produced.
- Each book will have a month-long launch in which it is the imprint’s sole focus.
- Each book will have the potential to sell at least 50,000 copies in its lifetime.
- Each book will be promoted well into its paperback life.
- Each book will matter.
For Twelve, lavishing works. Its books garner rave reviews, bestseller list success, and have won almost every publishing award available.
Lavish. It’s a powerful brand action. How might having a lavishing mindset make your brand more focused? Create more relevant products? Delight more of your customers? Why not spend a few minutes creating a “Lavish List” and just see where this verb leads you!